An online press release is different than a traditional press release. Instead of trying to get a story written about you, the point is to get visitors to your web site. People don't find you in the Yellow Pages - they go online and search. This will help you get found.
Most people don't think of a press release as a marketing tool, but it is. They are a lot less expensive than Google ads and the results last much longer.
An online press release isn't like a traditional press release. It has many additional benefits, including:
- Links to related web pages - Images and other files embedded and/or attached to the press release - Videos, PDF documents, audio files, or podcasts - Social bookmarking tools that help your web site get found online (like Delicious, Digg, or StumbledUpon) - RSS feeds—essentially a subscription model so people can easily get updates and know when there is new information released - Strategic linking and a logo or picture of a product highlighted in a press release can help distribution and exposure considerably
Why send out a press release? Announce something going on in your business or industry. Give tips or information. Give your perspective on current events that relate to your business. Prove your expertise and announce events. There are many things that are worth sending out a press release about.
American Airlines sends out stories that are simply tips or "how to," like how to prepare for holiday travel. They use "you" and "yours" and talk directly to the traveler. Businesses of all sizes can do the same.
Your headline matters. This is what people use to judge your story. And be sure to tell a story - remember this is not an advertisement. Be careful not to be promotional - give information.
Secondary reasons for online press release include:
- Branding - getting your name out to more people online. - Reputation - creating several links to good news about your - Business and/or displacing negative news or stories and building trust and familiarity with your audience. - News - having a story to tell that has impact and is important to the news media. - Sales to drive new sales or leads to your business. - Website traffic - to let people know about a new site or blog you're launching or to just get more people to your website.
You don't need the media to filter your message - you can tell your customers directly with an online press release. Remember your online press release does not target journalists alone. If a popular blogger writes about your news it can be better than getting mentioned in a magazine or newspaper.
Usually it's called a media blitz and those can be very effective. Even if that doesn't happen and no one reads your press release it's still helping you. The results may take longer to build. They build over time, sending people to your business long after the news is old.
Online it's about the clicks and conversions. Put a "call to action" in your press release. Whether it's to sign up for a newsletter, come to an event, try a 10-day free trial, or buy something, you have a chance with online press release.
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